Since 2019, it has been confirmed that the term Prosumer created by Alvin Toffler in the 1980s has become obsolete and has become «crossumer». And it describes the one that goes through both sides of a communication campaign. It is not only a viewer but also a communicator when creating content. The consumer is now also a protagonist able to be a «crossumer», primarily the most important feature of entertainment and this is evident in the success of TikTok. It turns regular users into viral sensations or influencers in a short time.
Most of the famous Tiktokers were unknown and suddenly had a large amount of followers. For example Charli D’Amelio Loren Gray, Ariel Martín, Addison Rae or Riyaz Ali with over 40 million each.